Quick: Name an American-built pickup truck from the late 1990s that is not called Ford, Chevy, GMC or Dodge. OK, then, I mean yesterday, before you read the headline. Would you have guessed “Isuzu Hombre”? If so, you are a better person than I am.

I am a sucker for oddball vehicles–you know, the kind that languish in showrooms and within five years are remembered by virtually nobody. Today we have such a vehicle. Just how obscure is this one? Wiki asserts it may be the rarest North American pickup of the ’90s. Wiki’s editors note that there is no citation for that fact, but is one really needed?

Poor Isuzu. Other than the Trooper of the 1980s and the Rodeo SUV that you read about here last week, have they ever been able to build a vehicle that more than a couple of hundred people in the entire U.S. can remember? In a way, Isuzu is sort of like Peugeot–revered and successful throughout the developing world, yet unable to even sniff at success in America. And poor Paul–is this an American or Asian truck? I’m glad I am not managing the CC index.

From 1988 through 1995, Isuzu built its own pickup (cleverly named the Isuzu Pickup), in Lafayette, Indiana. Related to the Rodeo (also built in Lafayette), the little truck was known worldwide as the TF (or third series) pickup, and as the Faster in its home market. It could have been the vehicle with more worldwide names than any other, including the Chevrolet LUV (Americas), Vauxhall Brava (UK), Isuzu Dragon Eyes (Thailland), Isuzu Fuego (Phillipines), and so many others that I have tired of looking them up and re-typing them here. After the 1995 model year, production of the vehicle was discontinued at the Lafayette plant, although it continued to be built for another seven years elsewhere in the world. One may presume that Isuzu figured to sell more Passports through Honda dealers than it could sell pickups (sorry, I mean Pickups) through its own dealers.

So, you ask (and quite reasonably): Why is he talking so much about the TF series that came before the Hombre rather than the Hombre itself? The answer is that the TF at least had more than four paragraphs written about it across the entire internet, which is more than we can say about the Hombre. Really, now, a show of hands: Who out there has ever even HEARD of an Hombre? And be honest. Let’s see – six . . . seven . . . eight, back there by the door . . . OK, it looks like eight.

I will confess that I was one of the vast multitude who’d have lost a $5 bet on the existence of this car. Then, about two weeks ago, I stumbled across this one, which was parked next to a downtown Indianapolis parking meter. There was something odd about the grille on the green “S-10” I was approaching on the way back to my own car–it looked vaguely like a grille on some Isuzu models. Then I saw the “Hombre” badges on the doors and tailgate.

Photo source: Wikipedia

“Holy Crap” was all I could think. I whipped out my phone camera and started to document the automotive equivalent of finding an okapi (a rarely seen African animal that resembles both a giraffe and a zebra) in the wild. Just who exactly would be driving an Isuzu Hombre in downtown Indianapolis?

You have probably figured out that these were produced on the same Shreveport, LA assembly lines as the Chevy S-10 and GMC S-15 that came out that same year. Why they chose not to call it either an S-5 or an S-20, well, I can’t say. I also can’t tell you how the Hombre got completely different front fenders, front bumper and rear bed quarters than its line-mates. Undoubtedly, the GM product planners expected the Hombre to be the style (and volume) leader of the line, which required having fender flares at all four wheel openings. Or not. I quit trying to figure out the thinking of GM product planners a long time ago. Or could this have been an Isuzu project with enough of a budget for some unique sheet metal? Again, I have no answers; however, I can tell you that this is a 1999 or 2000 model from the revised grille. Does this mean I’m now ready for the exams to be certified as a national expert on this little truck? This is just sad.

Motor Trend gave this vehicle a look in its April 1996 issue. They liked the low price (around $11,500) and the fender flares (seriously), but wished that an automatic transmission would have been among the options available with the 2.2-liter four–but really, who needs an automatic when they have fender flares?

I tried unsuccessfully to find some production figures. Maybe MCT, our production number guru, can help out here. I did, however, stumble across a fabulous sentence on a timeline found on planetizuzu.com: “1996 – Isuzu’s sales peak in the United States. The Isuzu Hombre pickup was introduced.” There you have it. Isuzu was humming along, minding its own business and doing just fine, when the Hombre crashes the party and starts everything swirling down the drain. Clearly, the introduction of the Hombre marked the beginning of the end of Isuzu vehicles being taken seriously.

I have been trying to take the Hombre seriously, but I just can’t. I have, however, begun to develop an appreciation for its camp factor. I’ve never considered myself a big fan of this generation of S-10; how can you drive a pickup that looks so much like a big carp from the front? But the Hombre is, well, just different. You’ll certainly not find another one on your street. Or City. Or County. Or . . . oh, never mind. In fact, I did a search on AutoTrader.com. Would you guess that there was not a single Hombre for sale within 200 miles of my zip code? I sort of like the little thing, but I simply will NOT go more than 200 miles for one.

So, just what do I like about it? It’s simple, it looks better than an S-10, and if you find one it will absolutely have a stick shift. And say whatever else you will about the thing, it is undeniably unique. But there is one more reason–but dare I state it? OK, then. I know you’ve been waiting for this throughout the entire piece, so here goes: Because it’s one tough Hombre, that’s why.

77 Comments

I had a purple S-10 for years (traded it with 148,000 on the clock – it brought back my faith in Chevrolet and GM), but would have loved to get hold of a Hombre; if only because I wouldn’t see myself coming down the street from the opposite direction on a daily basis. And, collision damage aside, it’s an easily cared for collectible. All the necessary parts are available at you local Chevrolet or GMC dealer (or Autozone, NAPA, Advance Auto, Pep Boys, etc., etc., etc.).

There’s one of these, a gold-ish colored one with the black bumpers that I see at a low income apartment complex, most of the time with a flat tire. Every couple of weeks, the tire is aired up and an old man will be driving it through town.

Isn’t it interesting, in the 1970’s, Ford had the Courier which was a rebadged Mazda and Chevy had the LUV which was a rebadged Isuzu. Fast forward to the 1990s and the reverse was true. Mazda pickups were simply rebadged US built Rangers and these were basically S-10s.

I think the Mazda B3000 & Navajo were sops for dealers, for I can’t fathom why else Mazda execs would risk sullying their good name in selling a Ford-built product under their brand. For my part, I’d buy a Mazda3 in a heartbeat over the similar Focus, regardless of packaging, because according to CU surveys, Ford forgets “Job One” way too often. Cars, the 2nd most costly purchase most people ever make, can get very expensive in time & cash if every part isn’t 6σ quality. Not just final-assembly, but the ENTIRE supply chain, has to be on the ball, all the time.

There was a time when it was decided that a 2-door SUV was a “truck” and a 4-door SUV was a “car”. A truck was subject to the “chicken tax”, so Mazda had Ford build the 2-door in the USA.

Neil

Posted April 12, 2013 at 8:59 PM

You must be referring to the Customs Service in 1989 reclassifying 2-door SUVs as light trucks. Before that, the Japanese merely imported the chassis w/o the bed to circumvent the tax.

Quote from the Chicken Tax article on Wikipedia (q.v.): “As of Nov. 2010, the 1964 tariff of 25% still affects importation of light trucks. Robert Z. Lawrence, professor … at Harvard University, contends the chicken tax crippled the U.S. automobile industry by insulating it from real competition in light trucks for 40 years.”

Speak for yourself here but Ford Rangers are cockroaches of the road.
My ’92 2.3L 5speed is slow but it just won’t die and I see many, many of similar and older vintage on the roads every day.

Neil

Posted April 13, 2013 at 11:55 AM

Glad to hear it. I know someone who has an old Ranger too (1st-gen), & what may be a saving grace is the relative simplicity of the type; cheap parts & simple maintenance might compensate for factory quality problems.

I was going more by Ford’s general reputation, which has had its highs & lows. Surprisingly, CU says the recent Fusion Hybrid is supposed to be stellar.

I am going to peg this one as a 1998 model, due to it having the revised-for-1998 interior (which was the rather plush Sonoma version) and the older style outside mirrors, or should I say mirror in this case? In 1999 the S-10-Blazer-Sonoma-Jimmy-Bravada and obviously Hombre got larger exterior mirrors.

Sad to say, whenever I see one of these little Hombres (which is pretty rare), it’s always in a sad state of condition

I recall the Pickup being rather popular back in the day, especially in the South. The Mini-Truck scene also really loved them too, as it seemed that you always saw customized ones, both on the road, and on the cover of like, Mini Truck Magazine or something like that.

I went with 99 because it appeared that the front end on this one was used only in 1999-2000. I thought the 96-98 used the simpler grille shown in the photo of the Red Hombre in the piece. However, with something like this, either the grille or the mirror could have been changed at some point, so who is to say. Do you have anything showing the bolder grille on the 98? If so, I will happily defer to your wisdom and will pass the title of CC Hombre expert.

Good point. I had noticed that the red truck and the black truck in the pics you shared show both mirror designs, but then the grilles are different and then I can see where you would have came to your conclusion. It is entirely possible that one or the other had been changed, but I can’t say I have ever seen one of these where the older mirrors were put in place of the newer design.

Of course, stranger things have been known to happen…

For what it’s worth, I’m probably the only one who would notice such a detail anyway 😛

You’re not the only one, LOL. I don’t recall ever seeing a single 1998+ S-10 or Blazer, etc. without the new mirror style, but given Isuzu’s hand-me-down status with GM it wouldn’t surprise me if the Hombre was used to clear the parts bins of the old-style mirrors.

Incidentally, the old mirror design was prone to severe vibration at highway speeds once they loosened up a bit at the pivot. I had a lot of customers complain about it.

Rob Finfrock

Posted April 12, 2013 at 1:14 PM

Hmm… a trip to Google Images showed me the new mirrors did come along in 1999, not 1998. I stand (self-) corrected!

Technically, the small TF series pickup truck built by Isuzu was labeled as P’up (not ‘pickup’) in the US, and was generally referred to as the ‘Pup’ truck. Here’s a recent Junkyard Find from TTAC on one:

One of my neighbors has the only up-optioned Isuzu I-350’s (The more recent, and just as rare Isuzu badged Colorado) I’ve ever seen, quad cab, 4wd, bright yellow. It seems like most are the I-270, standard cab, 2wd versions, very much like the Hombre. I think the major advantage of the Isuzu (much like why people buy the Suzuki Equator over the Nissan Frontier) was not only was it a couple hundred dollars cheaper than the Chevrolet version, they also had a longer warranty.

I met someone who had an Isuzu I-350–the only one I’ve ever seen on the road. He bought it at the only (or last) Isuzu dealer in town, which was also a Chevy dealer at the time; he admitted the only reason for buying it was the cheaper sticker price, since he would be taking it to the same dealer regardless. (The dealer is now a Hyundai/Subaru dealer.)

After their attempts at selling cars flopped, I figured it was only a matter of time before their truck lines flopped too. I had them on my death watch since1990. GM put Isuzu versions of their vehicles out there to goose their production figures any way they could. Seeing these GM Isuzus to me was like seeing Norman Bates dressing up his dead mother for an imaginary barn dance in her bedroom. Over the past decade, I think the only Isuzu presence within the US has been the same post office box used by a New Jersey mail order company selling salad forks.

Isuzu had a reputation as the toughest truck in Japan when I lived there. Seems you need to be careful who you associate with. The marriage looked good with the Chevy Luv but GM sort of shouldered them aside when they stopped the Luv for the S10.

I never have been a fan of parts bin engineering. It works better in some instances than others (like Ford/Merc) but some are just crazy (caddie/chev citation). I would say that the Isuzu Hombre was the solution to a problem that did not exist.

Isuzu co-developed the diesel engine in the current full size GM pickups so they are still using them to this day. I worked at OReillys for a year and remember a stinky little short guy wearing a dirty pair of glasses asking in a high reedy voice for a lower ball joint on an Isuzu Hombre. He reminded me of something out of a horror movie. Yeah, the grille on both him and the truck was busted out too.

Let’s not leave out that other former supplier of big 3 mini trucks Mitsubishi. For a few years they got a version of the Dakota called the Raider. In my experience they are even less common than the Hombre.

Yes, from 1994-on, the US Mazda B-series pickups were rebadged Ford Rangers. Every model from 1993 back was engineered and built by Mazda. The dead giveaway is the 6-lug wheels on Mazda-engineered trucks, and 5-lug wheels on the Ford-designed models. The old Ford Courier was designed and built by Mazda, 6-lug hubs and all.

In the rest of the world, Mazda continued to update their own truck models, and in some places they were still sold as Fords as well. Mazda now has a mid size truck of their own design, the BT-50, which I think is quite attractive.

If you do want a bit more Mazda in your Ford-built truck, the later Rangers and B-series with the DOHC 2.3L use the MZR, a Mazda-designed engine. The older 2.3L is the Pinto motor.

Summer of ’97, I think. Had to pick one up at a used car dealer and ferry it to the shop where I worked. I knew it was an S-10, but I was surprised that it was literally an S-10 with a different sticker and a different air bag cover on the steering wheel. That was it.

These weren’t that uncommon around here. Yes, still outnumbered by S-10s and Sonomas by about 100:1, but I recall seeing quite a few. Always thought they would make a great buy if one was in the market for an S-10 anyway.

Nope… the Holden Rodeo, which I had to look up, was a completely different truck than this, based on the Isuzu Faster. The Faster was the Isuzu Pickup in the US until 1995, when it was replaced by this – the Hombre – which was based on a Chevrolet S-10/GMC Sonoma (all of which it said in the article).

Since I’ve never seen a Holden Rodeo imported into the US they must be too shitty and wimpy to deal with our demanding road conditions.

I remember these. Given that I was never a fan of the S-10/Sonoma, I found the Hombre, with its plain, cheap front end and total lack of options, to be absolutely pathetic. The “real” Isuzus at the time – the ancient Trooper and the lousy even by ’90s standards Rodeo/Amigo – weren’t any better.

Isuzu was on my “Actively Rooting for Death Watch” (along with Mitsubishi and Suzuki) long before the even more blatantly rebadged Ascender and I-Series*.

*The I-Series/Colorado/Canyon are all based on an Isuzu design, so the Chevy/GMC twins are the true phonies. Regardless, it’s vastly inferior to the S-10, making it perhaps the worst American market truck ever, so what’s the difference?

I know nothing about this truck – and to tell you the truth I’d forgotten about it.

But I did know of it, in its day. Oddly enough, on Cleveland’s far West Side (near the county line) there were, not one but TWO of these things rolling around. As far as I could see, not fleets or parts trucks – just S-10s with Isuzu badging.

I was never even slightly interested. It was an interesting styling exercise…(“How many billions can we spend on SUBTLE different stampings, guys?”) but I knew what lurked underneath was the same old S-10 from 1981 that we’ve all learned to ignore. Pointedly.

I can see the logic of Isuzu using assembly-line capacity to make more SUVs for Honda, than non-selling pickups for their own sparse customers. But I had thought of it as closing the loop: GM, caught, as all American companies were, unawares at the Japanese Mini-Pickup craze, takes an Isuzu, puts Chevy badging and a few ambiguous hints on the body…and calls it LUV. Isuzu rides the tide, tries to sell their own wares unassisted…runs into trouble…has a hole in their lineup. And calls in some chips…and Chevrolet gives them a rebadging of a not-so-saleable pickup of their own.

I can’t fathom all the hate I read here for the S-10. It sold like hotcakes. The ’88-’95 Isuzu Pickup was built in Indiana? I had a ’95 with a VIN number starting with “J”. Built in Japan. Great truck. Base model SWB. Also had a ’83 P’up, a LS LWB. That was a good looking, quasi-luxury jap truck, but man was it slow. Top speed 77mph, a tailwind might get you 80. It was a shame about Isuzu, they made an excellent product, but tried to be a price leader in the land of excess, America. Look at their tilt-cab medium trucks, they dominate that segment. Durable, maneuverable, and economical.

At least one person here agrees with you. I was an Isuzu fan starting in about 1962 and their personality in the states is nothing resembling how they are perceived internationally (IMO). I always thought the S10 was not so hot but I think I was comparing it to the Luv which was Isuzu and, I think, great. Now I own one and don’t see anyway I’m dumping it. I wish it had an extended cab (not 4 doors) and can think of no other pertinent criticism.

One thing I have noticed in any forum is that the people who generally badmouth a vehicle the most have not really owned or driven that vehicle. This forum is generally not that way as there is a very tight hand on the reins and extremely knowledgable commenters. Even though my taste runs to the oddball that keeps me coming back.

I think the S10 and Dakota could stand to have a CC. Think the Ranger had one. There I go again.

I’ve heard of all of these, seen a few of the Hombres and newer Colorado-based Isuzus, and even Ascenders, but I’ve never sen a Suzuki Equator outside full page ads in the motorcycle magazines when it was launched. Anyone else?

I knew the end was near for Isuzu when they replaced the Trooper with the Ascender, following their Pickup/Hombre move. The Ascender (granted, I rented a Envoy to judge) was nearly the polar opposite of the Trooper as far as driving and visual aesthetics.

Not that Isuzu could have been ‘saved’. Like Suzuki and soon Mitsubishi, there’s only so much room at the table.

What a cool find… I remember these, but to be honest it’s been so long that I forget they were the same thing as an S-10. I thought Isuzu just renamed their Pickup to “Hombre” at one point. Also, when the guesses came in on the CC Clue, I heard “Isuzu Hombre” and thought that this was going to be the Honda Odyssey rebadged Isuzu Oasis – which I think may have only existed as taxicabs in NYC.

FWIW, I’d rather have one of these than an S-10 or Sonoma – just for the fact that I don’t particularly like them and this is at least a little different. I love the green paint and Mad Max look on this one. Also, it seems like the Hombre could only be had with the 5-speed and Cavalier-sourced 2.2l four in 1996. In ’97 they added the 4.3l V6 (with 5-speed or automatic) and from ’98-onward you could get it in 2WD or 4WD versions too… not that anyone ever knew this, since I’m sure they sold <5,000 per year.

I owned one of these turds in 2001, it was a 97 model with 60k miles and I bought it for 2500. worst mistake i have made, i was constantly fixing things in this truck. First it needed a new alternator, then the ac vents behind the dash needed fixing, the fuel pump float switch did not read anywhere near accurate (always said full) passenger mirror cracked in half, windshield wiper motor was defective, recalled after i fixed it but got refund, oil pan plug stripped and to replace it meant removing the engine to replace the pan. thats when i gave up and got rid of it. It was dead slow, very heavy, couldnt stop for anything and felt it like it was gonna break in half when you went over a speed bump.

i own a 99 , got it from my farther after he passed. he bought used at a chevy dealer , had about 56000 on it , got it from him with 68000. i used it for about 3 month , shifts sweet , ac blows u out. great on gas…….been sitting for about 2 years now. started yesterday , took it for a spin around the block…….this puppy still shift soooooooo smooth , body has a couple of rust marks that need sanding but at 78000 miles on it now the only thing ive had to replace is the battery.

I never heard of the Hombre until last week. Was looking on Kijiji for a s10 and there was one on sale by an old man at 20min from where I live. In conclusion, I got it for 600 bucks and it runs better than a lot of car I had. I have some plans for it 🙂

Isuzu TFS 2002 3.1 T/D. Highest torque & hp of any European spec doublecan. Built in 12 factories around the world. Beautiful drive, toqs like a freight train. All comforts including aircon, side steps etc. Very desirable in Europe & hard to find at a sensible price.

Just bought a 2000 Hombre a day before yesterday, 127,000 miles on the clock for $500… runs/drives great, previous owner forgot to latch hood after jump-starting a friend, hood flew up and killed the windshield and the cowl ends… got new windshield for $139 installed… like my new ride!

You do know chevy and isuzu have been working together for a LONG time right? The Duramax motors are an Isuzu design. The hombre ran the years of the “early second gen ” S10, and even now they have or had the I280 which is a colorado damn near. They also designed the 2.2 motor for the S10 at least from 98-04.

I just saw a truck in Valparaiso, Indiana today just like the one in your photo! I am pretty well familiar with all types of rare vehicles but I have to say I have never heard of the Hombre. As some car companies do, they market vehicles under different names in Canada, Mexico etc. For example when I took a trip to Canada in the 90s what we knew as a Geo Metro here was marketed as a Pontiac Firefly. So I figured the truck I saw today was from out of the country. I wonder if it was the truck in your photo. Thanks for the interesting article.

Brazilian General Motors didn’t receive a good feedback on marketing research when evaluated the receptivity of the original S-10 by some local people, so GMB did its own design style for the local production S-10/Blazer in the 90’s, with a Brazilian taste: the pick-up nose more approached to a car than a truck as the original S-10 has, like any other smaller car-pickup so popular there. The final job let the S-10/Blazer closer in style to other Opel based Chevrolets from Brazil, like the Omega, Kadett and Monza. GM Detroit liked it and brought it to other markets, specially under Isuzu badge. It looks like Isuzu Hombre used the first two design style from the Brazilian S-10, after Isuzu, GMB still restyled it another time until the current global model. Here’s the first gen from Brazil:

i owned one of these rebadges..
rented it at a rental place called rent a wreck , i liked it for my lawn bizz
they said they sold what they rented , , i bought it
I liked the stick shift and it was perfect for what i needed
Also i hated the S10 front ends & thought mine was way cooler looking
definitely not a full size pick up , but it was a trooper and took the load , lol poor thing
boy i miss that truck , had to stop driving do to Migraines

I have owned a manual transmission Green 1998 4X4 with 124K for about a year. All 4WD models came with the 4.3L six. Some of the parts are getting hard to find. Hardly any rust, which is rare here in New England. That is the reason I have been gradually replacing parts, as rust is the killer. Expect to get 200K or more out of it. Did not realize I had such a unique vehicle.

Sounds like a lot of you have never spent much time around northwest Arkansas. I’ve seen six or seven in the last few years, two of which I own (1996 got sugared and became the frankenstein donor for the 1998).

Not to be confused with the other Pedro here who posted back when this article was newly written in 2013, The Isuzu Hombre was in fact an oddball. While it was generally a Chevrolet S-10 Pickup which also shared the same platform and design characteristics as the Chevrolet Blazer/GMC Jimmy in 99% of its contents along with its general appearance, the front end still retained the Isuzu Rodeo/Opel Frontera front nose. In fact the two earlier versions of the Isuzu Rodeos were still based from the different and older Isuzu Pup/Chevrolet LUV platform and styling themes which predates back to the early 1970s.